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LOOKING BACK, LOOKING FORWARD. DIFFICULT ISSUES – WHAT ELSE?. Understand Social Media as Part of the Marketing Communications Mix Understand Social Media from a Strategic Perspective Come to Grips with How Much Work Is Involved Make the Organizational Case for Social Media.
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DIFFICULT ISSUES – WHAT ELSE? • Understand Social Media as Part of the Marketing Communications Mix • Understand Social Media from a Strategic Perspective • Come to Grips with How Much Work Is Involved • Make the Organizational Case for Social Media
FAR DOWN ON THE HIERARCHY http://diy-marketing.blogspot.com/2009/04/where-does-social-media-fit.html
MY TOP 10+ SMM MYTHS • It’s Easy. • It’s Free. • It’s About Technology. • Social Media Reaches Mass Audiences. • Marketers Can Talk About Their Products. • All Internet Users Will Participate. • Management Will Understand the Potential. • We’ll See Results Right Away. • Tracking, Measuring is Easy. • We’ll Put It Up and It Will Take Care of Itself. • It Will Scale as We Are Successful. • Marketing Research Will Guide Us.
4. MASS AUDIENCES IS NOT THE POINT • Social Media/Networks Allow Identification of • Groups \ • Segments • Niches / • Specialists \ • Influencers / • For Specific, Personalized Targeting • Depending on Your Objectives/Target Audience Facebook Ads an Accessible Example Klout, Kred
6. ALL INTERNET USERS WILL PARTICIPATE http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
7. MANAGEMENT WILL UNDERSTAND POTENTIAL THE ULTIMATE ISSUE
NEED TOP MANAGEMENT CHAMPION • Get Small Projects Approved • Have Strategic Impact • CAN BE TRACKED TO SUCCESS MEASURES • Social Media Metrics • Key Performance Indicators • Demonstrate Return on Investment • Have a Clear “Next Steps” Vision • Understand Change Management Process/Strategy
8. WE’LL SEE RESULTS RIGHT AWAY http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/ Remember that Overdrive requires a year engagement contract.
10. WE’LL PUT IT UP; IT WILL TAKE CARE OF ITSELF • Must Have Community/Corporate Guidelines • http://push.pickensplan.com/notes/Community_Guidelines -- http://www.scribd.com/doc/33461366/Cisco-Social-Media-Policy-Guidelines-and-FAQs Why needed? http://blogs.cisco.com/socialmedia/social-media-%E2%80%93-the-efficacy-of-the-corporate-guide/ -- Unless You, like Matt Johnston, Sit In a Room with the Entire Marketing (and perhaps PR) Department • Assign Responsibility and Monitor Consistently
12. MARKETING RESEARCH WILL GUIDE US Marketing Research Plays a MINIMAL ROLE. Listening, Responding Produces Insights (Data)? No MR Until You Have Questions: Can’t OBSERVE/Monitor BEHAVIOR Must ASK Behavioral Data Generally More Reliable Than Self-Report
QUESTIONS? MY TOP 10+ SMM MYTHS • It’s Easy. • It’s Free. • It’s About Technology. • Social Media Reaches Mass Audiences. • Marketers Can Talk About Their Products. • All Internet Users Will Participate. • Management Will Understand the Potential. • We’ll See Results Right Away. • Tracking, Measuring is Easy. • We’ll Put It Up and It Will Take Care of Itself. • It Will Scale as We Are Successful. • Marketing Research Will Guide Us.
IN A WORD M O B I L E SO LO MO
MOBILE = CONVERGENT TECHNOLOGY http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011?from=ss_embed
MULTICHANNEL INTEGRATION IS KEY Razorfish Outlook 2012 Other Useful Chapters http://dev.realartusa.com/razor/13409/www/download/RazorfishOutlookReportVol10.pdf
FORECASTS Infographic + Video on Media (consumer & business trends) http://www.localonlineguy.com/291158/2011/11/14/digital-marketing-trends-2012-%28infographic%29.html
THE VIDEO http://www.youtube.com/watch?v=CwTAARorGbk
